While not quite as damning as the originals, most “traditional” online groups have one or more of these “sins:”
1. Respondent discomfort with the online format
In traditional online groups, respondents may be uncomfortable or frustrated with the technology of the online format, and this can influence the quality of their participation in the discussion. With online Hypnosis Focus Groups, respondents’ eyes are closed so they are focused on the discussion topics and not the computer screen.
2. Moderator difficulty controlling the discussion
With traditional online groups, since the moderator is not physically in the room, he/she can have difficulty managing the group, leading to problems of ensuring the discussion guide is adhered to. At the start of an online Hypnosis Focus Group, respondents are told to visualize that I am actually there with them in their home or office, and this forces the respondents to participate just as if they were in an in-person group.
3. Respondent home (or office) environment distractions
In traditional online groups, respondents can be distracted by family members, pets, phone calls, etc., and this can interrupt their train of thought, or they might step away from their computer for a moment. At the start of an online Hypnosis Focus Group respondents are instructed that they are to disregard any distractions and focus completely on the discussion, without any break.
In traditional online groups the moderator can usually only cover about half the number of topics as in an in-person group because respondents take longer to ponder the moderator's questions. With Hypnosis Focus Groups I am able to get respondents’ immediate responses and therefore a full outline can be covered.
5. Lack of interaction between respondents
In traditional online groups, moderators can have trouble getting respondents to interact with other participants since they are not all, physically, in the same room. With the hypnosis method, I employ in-depth questioning to make sure each respondent contributes to the discussion, and reacts to other respondents comments..
6. Dominant respondents
"Traditional" moderators usually have difficulty dealing with dominant respondents, and this problem is magnified in the online environment. With Hypnosis Focus Groups every respondent (even the shyest) is instructed to give their own answer and opinion without regard to what any other respondent has said. We are now in control of the flow and content of the discussion.
7. Lack of emotional responses
Because of the “technology-oriented” format, traditional on-line group respondents tend to provide only rational and analytical responses. In Hypnosis groups respondents will not hold back their emotional side, but will instead share their true feelings. The hypnosis process removes respondents need to be completely rational and logical.
To learn more about the "cure" for these "sins," give us a call, and we will provide a proposal for your next project.
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